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Anup Oommen
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Arabic attention research challenges conventional wisdom on ad measurement

Anup Oommen
posted on

Measuring and evaluating attention across five social, video and contextual platforms in Arabic, the report draws findings from the feedback of advertisers – across diverse sectors including FMCG, e-commerce, automotive and financial services.

In a day and age, where the needle on measurement is moving from mere ad impressions to impact, the findings of an in-depth research on ‘the currency of attention’ has revealed several insights that challenge conventional wisdom on advertising measurement.

Measuring and evaluating attention across five social, video and contextual platforms in Arabic, the report titled ‘Unlocking the Currency of Attention KSA’ , taking into account the feedback of advertisers – across diverse verticals including FMCG, e-commerce, automotive and financial services – was conducted by dentsu MENA in partnership with Lumen Research, Teads and Snapchat,

The comprehensive study aimed to bridge the gap between traditional measurement metrics and actual human be


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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